Jeongmee Yoon "Pink and Blue Project"

Jenkins Johnson Projects

poster for Jeongmee Yoon "Pink and Blue Project"

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One would be mistaken to assume "The Pink and Blue Project" is frothy or light. Analysis of the images provokes conversation sensitive to issues in modern society that resonate on consumerism as well as how we define femininity and masculinity. Jeongmee Yoon scrutinizes the adage “pink for a girl, blue for a boy” as an examination of gender specific colors and how a modicum can cross-culturally imbed itself in buying patterns and identities. In itself, color has no meaning, but human associations bring significance to shades that wield a heft in defining mood, behavior, politics, personality, often unconsciously. Yoon realized the weight of the issue when shopping for her son and daughter. The choices in products from clothes to toothpaste to books are limited by the predetermined standard of society and manufacturers. Although aware of this power, consumers viewing Yoon’s work realize how even the most conscious buyer striving to avoid falling into the pitfalls of mass marketing suddenly seem less in control than they think. The robust difference between girls’ and boys’ color choices is predictable, but nonetheless astounding in its universality.

[Image: Jeongmee Yoon "Seowoo and Her Pink Things" (2006) lightjet print, sizes vary with edition]

Media

Schedule

from March 26, 2008 to April 26, 2008

Artist(s)

Jeongmee Yoon

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